Why Quality B2B Copywriting Matters

“Your job is not to write copy. Your job is to know your visitors, customers, and prospects so well, you understand the situation they’re in right now, where they’d like to be, and exactly how your solution can and will get them to their ideal self.”

– Joanna Wiebe

Not all copywriting is created for the same purpose. Sure, it’s being written for advertising or other forms of marketing but understanding who you’re writing for is what matters.

B2B copywriting is similar to writing for B2C (business to consumer) in that the end goal is to engage and convince the reader to take a specific action. But how you create that desire for someone to take the next step depends on what drives them.

For B2C readers, appealing to their emotions focuses on highlighting their wants which in turn drives their actions and behaviour. For B2B readers emotion plays a role but appealing to logic will ensure more success, here’s why;

B2B readers are less likely to make impulse purchases and spend more time investigating and understand the products or services they are investing in.

This creates a longer sales cycle, where B2B writers need to help readers understand the costs involved, as well as the impact the product or service will have on productivity and profit.

Understanding your audience and what motivates them before you start writing will make a noticeable difference to the success of your business’s lead generation and sales.

Now that you understand the difference between B2B vs B2C copywriting here are a few tips you can use to improve the quality of your B2B writing.

Know your audience

Identify who it is you are targeting with your writing. Having a clearly defined target persona will aid you in writing copy that appeals to their needs, curiosities, and possible objections.

Write with your brand’s personality in mind

Writing copy with the right tone of voice will help convey your brand’s personality and values. Doing so will make your copy seem more authentic. Even though the person reading your copy works for a B2B company they will respond better and be more receptive to writing they feel is genuine and reflects the identity of the company.

Use storytelling techniques

Using storytelling techniques in your writing will help to capture the reader’s attention. Stories, case studies, and other anecdotes help writers illustrate their point. It can also help to liven up what is sometimes a fairly boring topic.

Don’t forget the headline

Headlines shouldn’t be an afterthought. They are what hooks and draws the reader in. The headline should highlight benefits, create curiosity while being specific. Wishy-washy headlines don’t get clicked.

Get to the point

B2B readers are busy professionals. Writing long, jargon-heavy copy will put anyone off. Instead, keep things simple by getting to the point quickly and deliver your message in a readable way.

Quality B2B copywriting is concise, persuasive, and relevant to your audience. Making good copywriting part of your business strategy will help you generate more brand awareness, attract new leads and ultimately close more deals.

Is your business using social media’s full potential?

At Brieffin we use our expertise to unlock everything social media has to offer your business or personal brand. We use our experience in content creation, strategy and planning, and social media management to help build consistency and deliver marketing success. Let’s talk.

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Social Media for Sales Teams in the Industrial B2B world

“Great salespeople are relationship builders who provide value and help their customers win.”

– Jeffery Gitomer

Sales teams in the Industrial B2B world have had to keep up with the explosive growth in digital marketing to stay competitive, generate and nurture new leads.

They’ve had to adapt and understand how technological advancements, shifting buyer preferences, and improved connectivity have changed the way people interact, connect and educate themselves on products and services.

Social media platforms are increasingly becoming the new model for sales teams in the industrial world to find and engage with prospects.

By providing value through high quality and informative content and engaging with prospects through social media (also known as Social selling), sales teams are better able to create brand awareness, build relationships and guide prospects through the buying process.

Having a strong and professional brand presence on social media helps sales teams reduce the amount of time they spend looking for leads, improves the quality of the relationship with prospects, which helps to shorten the overall sales cycle.

Here are a few tips to remember as an industrial B2B sales team using social:

Understand your audience, knowing the personas of your ideal prospects will help you solve their problems and provide quality content that appeals to their needs.

It takes time to start creating leads, build trust and authority, and develop relationships with people. Investing the time to be social and authentic on any social platform is vital to the success of social selling.

Know which platforms your target audience is on and what type of content they respond best to. The reality is that your target market is using multiple social platforms, and so should your sales teams. Facebook, LinkedIn, and Twitter appeal to different people and groups in your target market. Creating and testing different types of content for each of those groups, helps your team identify the best way to attract and convert new prospects.

Remember it’s about building networks and relationships not pitching products and services. Being authentic and showing an interest and responding to the questions and comments users have will have a profound impact on how they perceive and trust salespeople. 

B2B brands and sales teams that are not using social media as a way to connect with prospects are missing out on one of the most effective ways to build strong relationships and credibility, and importantly stay competitive in a world which revolves around being able to communicate and do business digitally.

Is your business using social media’s full potential?

At Brieffin we use our expertise to unlock everything social media has to offer your business or personal brand. We use our experience in content creation, strategy and planning, and social media management to help build consistency and deliver marketing success. Let’s talk.

Our Moment of Bliss

Mango by Handbook Safe Travel will distract you, in a good way. More to listen to on our Spotify Playlist.

The view from the B2B content creator’s perspective

“The best marketing doesn’t feel like marketing.”

– Tom Fishburne

Being responsible for coming up with ideas that help connect a brand to its prospective audience is at the heart of what any content creator does. Creating content for industrial companies and B2B brands, in general, requires an open mind and a willingness to be creative and try new things.

While creating content for industrial communications may seem intimidating on the surface, a deeper look reveals an exciting niche with a lot to offer. Not just in terms of the solution’s heavy equipment and the industrial engineering market has to offer, but the magic of the engineering that goes into creating different innovative solutions and the people behind the scenes making it all happen.    

When done correctly engineering content appeals not only to target audiences and future engineers but also to general audiences. As a content creator, creating this appeal is one of the main goals while also making sure the content produced directly taps into the needs of clients.

By breaking down and demystifying how complex machinery or processes work and highlighting the benefits, it links engineering and technology to the key influences they have on our daily lives.

As more industrial firms see the value in having a digital presence and sharing their expertise with others, they soon realise it’s something they should have jumped on board with a long time ago. Creating a digital presence allows industrial B2B companies to engage with people in a new way, amplifies their reach, and allows them to dig into the data in a way traditional marketing doesn’t.

One of my favorite aspects of creating content for these companies is helping them show their human side. Like any company, industrial brands are made up of passionate people working towards a common goal, and they often have rich histories which few know about. Helping them develop their online personality inline with their brand is always exciting.

Helping heavy industrial companies expand beyond just LinkedIn onto other social media networks also helps them develop a more complete social media strategy. Letting them benefit from the advantages platforms like Instagram and Twitter have to offer when it comes to sharing news, educating, and inspiring others.

Lastly, I believe it’s important for any content creator to look outside their comfort zones. Pushing yourself to try new things boosts creativity and helps you see problems in a new light, letting you create the best content you can in a digitally-driven world.

Is your business using social media’s full potential?

At Brieffin we use our expertise to unlock everything social media has to offer your business or personal brand. We use our experience in content creation, strategy and planning, and social media management to help build consistency and deliver marketing success. Let’s talk.

Our Moment of Bliss

Get into a state of flow with ‘A dark cloud is coming’ by Moby. More to listen to on our Spotify Playlist.